Hallmark Cards - Caring or Comic?

On Thursday, February 15th, Hallmark released a new line of cards titled “Journeys,” which offer encouragement for real life situations. Some of the topics covered include caring for elderly parents, going through chemotherapy, the emotional turmoil of miscarriage, disclosing sexuality as well as dealing with illnesses such as depression and anorexia.

Since that date, I've read numerous comments on other websites and blogs that have poked fun specifically at the cards designed to support individuals with mental illness, with some of the caustic responses even coming from those who have a mental illness themselves!

Because I couldn't understand the differentiation that was being made between the cards for mental illness, in this line, and those that had just been presented on the other topics, I decided to take a short trip to my local Gold Crown store and check things out for myself. Once there, I read the cards, all of the cards, in the new line and what I discovered was that the Journeys collection has been tastefully created with attractive, sometimes even humorous(when appropriate according to the topic) facings and simple messages of caring and support. The cards intended for those with mental illness were no more or less then any of the others in overall content and style.

In my opinion, Hallmark is on the right track in creating cards for all of life's difficult issues. It doesn't make sense to me that it is deemed more appropriate to some people to send someone who has Cancer a card offering support than it is to send one to someone who has Depression or Anorexia. Of course, it is obvious that Hallmark is trying to increase their profits by writing for niche markets, after all they are a business, but in the larger picture, these cards have the potential to help people express their caring and support to their loved ones during times when they need it the most. What is funny or strange about that?

Theresa Steffens, an assistant product manager at Hallmark is reported by AP Business writer, David Twiddy, as remarking that customers have said “ I don't know what to say during a difficult time, so I don't say anything at all.” Since mental illnesses are known to be isolating, I feel that any form of communication that tells an individual that they are remembered, cared about and supported is a positive thing.

My suggestion for communicating with anyone who is going through a hard time is to think about the person you are trying to reach out to and then you will know the best way to support them, whether that means shooting off an email, stopping by their home, calling them on the phone or even sending them a Hallmark "Journeys" card stating “When the world gets heavy, remember I'm here to help carry it with you.” In this case, "caring enough to send the very best," means sending the most important thing...you.